This chapter explains how you plan to bring the product to the markets, at what sales price, how much it will cost you, and how much you will sell. This elements are known as the four P's:

Product

Price

Promotion

Place

Marketing Objectives

Describe your marketing objectives, including the following goals:

Profitability goals

Sales targets

Market share targets

Product positioning

Marketing Strategy

Describe your current and projected marketing strategy. Emphasize the reasons for adapting this strategy, covering the following areas:

The target market and segmentation

The distribution strategy

The pricing policy

The promotion and advertising

Strategic alliances

How to address competitors

The marketing organizational structure

Strengths and weaknesses

The marketing strategy should be based on the company strengths and weaknesses. Outline the following points:

Technology: Performance, Quality, Uniqueness

Marketing: Market Share, Distribution, Prices, Image

Financial: Financial resources, Stability, Financial leverage

Corporate: Size, People, Goodwill Alliances

Target market and segmentation

Clarify your target market, why you decide to focus on it, and how product, price, promotion, and place match the needs of the specific market segments.

Distribution strategy

Describe your current and projected distribution channels, such as retail and wholesale outlets, direct sales by salesmen, direct mailing, and sole representatives.
Explain why you chose these channels, and describe their structure and competitive advantages.
If you intend to use more than one channel, explain how it will work.